Esports Business Management

David P. Hedlund, PhD, is the chairperson of the division of sport management at St. John's University, where he is also a faculty expert and faculty leader on research and topics related to esports.Hedlund earned his PhD in sport management and a certificate in measurement and statistics from Florida State University. He has more than 20 years of domestic and international experience in sport, esports, coaching, business, education, and analytics. He has published more than 30 journal articles and book chapters on related topics. He is a research committee member for the International Esports Federation, an educational program assistant for the United States Esports Federation, and a member of the Esports Research Network.In recent years, Hedlund has also acted as a consultant for dozens of domestic and international high school, college, and professional esports teams as well as business and entrepreneurial ventures, including the World Cyber Games and the Global Esports Executive Summit.Gil Fried, JD, is a professor at the University of New Haven in Connecticut. He has taught sport law, sport finance, and sport facility management for more than 25 years and has written numerous articles, books, and book chapters on various sport management issues. He taught the first business-school-based esports class several years ago and has worked to expand the professionalism of the esports industry. Fried speaks throughout the United States on issues such as building and financing facilities and dealing with risk management concerns.Fried was a practicing attorney before becoming an academician. Before that, he was a collegiate coach, helped run major events, and was the vice president of marketing for a women’s professional basketball league. At one point in the early 1980s he sold video games (Donkey Kong, Pac-Man, Centipede, and more) to bars, restaurants, and other establishments.In addition to researching and writing about sport management, Fried enjoys playing badminton, collecting stamps, farming, being with his wife and kids, and traveling.R.C. Smith III, MAA, MSJ, is an assistant professor of sport management in the department of business and economics and the director of esports at Marietta College. Smith has over 12 years of work in higher education in various roles, including alumni relations, teaching, and collegiate athletics. He has earned two master’s degrees-one from Seton Hall University School of Law in intellectual property and one from University of the Incarnate Word in sport management-and he earned his bachelors in multimedia journalism from Florida Atlantic University. Smith’s areas of strength are event management, fan engagement, innovation, and revenue generation. Recently, Smith became a software trainer and consultant for sports teams and organizations in the areas of game management and fan engagement.

• Foreword: James O’Connor, General Manager of the Pittsburgh KnightsChapter 1. Introduction to EsportsDavid P. Hedlund, RC Smith III, Gil Fried, Stanley Nana Anyang-Kaakyire, Sang-ho Lee, Michael Newhouse-Bailey, and Janelle E. WellsIntroductionWhat Is Esports?A Brief History of Video Games and EsportsThe Esports EcosystemEsports PlatformsTypes of Esports GamesEsports Industry StatisticsConclusionDiscussion QuestionsChapter 2. Levels of EsportsRC Smith III, Robert Dranoff, Eric Kammeyer, Daniel Liang, Nick Rider, and Justin SmithIntroductionYouth EsportsHigh Schools and Pathways to CollegeCollegiate EsportsCollegiate ConferencesProfessional EsportsConclusionDiscussion QuestionsChapter 3. Esports Culture and IssuesRoger Caramanica, Aaron Colaiacomo, Rob Holub, Sang-ho Lee, John McDermott, Michael Newhouse-Bailey, Sheng Qiang, Ryan Rogers, Melissa Welby, and Ashley WittIntroductionSocietal Perspectives of Gaming in the East and WestPositive Impacts of GamingNegative Impacts of GamingConclusionDiscussion QuestionsChapter 4. Esports StakeholdersGil Fried, Aaron Castellan, Aaron Colaiacomo, Clint Kennedy, Michael Newhouse-Bailey, and Sheng QiangIntroductionTier 1 StakeholdersTier 2 StakeholdersTier 3 StakeholdersConclusionDiscussion QuestionsChapter 5. Esports GovernanceGil Fried, Tobias M. Scholz, Jason Batzofin, Sang-ho Lee, Lance Mudd, Michael Newhouse-Bailey, and Colin WebsterIntroductionDefining GovernanceTypes of GovernanceInternational Esports Federation (IESF)United States Esports Federation (USEF)Collegiate OrganizationsHigh School OrganizationsGoverning Professional EsportsShould Esports Be Governed the Way Sport Is Governed?ConclusionDiscussion QuestionsChapter 6. Esports MarketingDavid P. Hedlund, Anthony Palomba, Lisa Cosmas Hanson, Michael Naraine, and Henry WearIntroductionThe Five Ps of Esports MarketingUnique Aspects of Esports MarketingMarketing Esports to Players, Spectators, and FansSpectator Motivations to Watch EsportsConclusionDiscussion QuestionsChapter 7. Esports SponsorshipDavid Hedlund and Daniel LiangIntroductionUnderstanding SponsorshipTypes of Esports SponsorsSponsorship OpportunitiesIssues Facing Properties and SponsorsSponsorship EvaluationConclusionDiscussion QuestionsChapter 8. Esports EventsRC Smith III, Gil Fried, Jide Osipitan, and David P. HedlundIntroductionBrainstorming and Setting Goals and ObjectivesCreating the Framework of the EventEvent BiddingEvent BudgetingEvent RegistrationEvent ManagementPostevent EvaluationConclusionDiscussion QuestionsChapter 9. Esports VenuesGil Fried, Alexander Champlin, Katelyn Chapin, and Matthew McGivernIntroductionLarge-Scale Esports VenuesSmall-Scale Esports VenuesDesigning Esports Spaces for Universities and Athletes of the FutureBasics of Esports Facility ManagementVirtual Reality (VR) ArcadesConclusionDiscussion QuestionsChapter 10. Esports CommunicationsAnthony Palomba, Ryan Rogers, Aaron Colaiacomo, and David P. HedlundIntroductionShoutcasting and Broadcasting in EsportsTools in Esports CommunicationStreamingEsports Communication and SponsorshipEsports Communication and AnalyticsEsports Communication, Fan Emotions, and MotivationsEsports Communications and Social MediaEsports Communications, Public Relations, and Crisis ActivitiesEsports Communication and EmploymentConclusionDiscussion QuestionsChapter 11. Esports Finance and EconomicsGil FriedIntroductionThe Business of EsportsBasic Financial ConceptsBudgeting for an Esports TeamHow to Read an Annual ReportEsports Franchising and EntrepreneurshipConclusionDiscussion QuestionsChapter 12. Esports LawGil Fried, Graciano Gaillard, and Jason ChungIntroductionOverview of Important Legal ConceptsIntellectual Property (IP)Contract LawLiabilityUnionizing Esports PlayersLegal Rights of Esports AthletesConclusionDiscussion QuestionsChapter 13. Esports Team and Player ManagementDavid P. Hedlund, Matthew Williamson, Aaron Colaiacomo, Joanne Donoghue, Courtney James, Taylor Johnson, Ronald “Rambo” Kim, Raffaele Lauretta, John McDermott, Sheng Qiang, and Hallie ZwibelIntroductionThe Rise of Esports CoachingEsports Coaching as a ProfessionThe Role of Coaches at Esports CompetitionsThe Role of Coaches in Esports Organizations and TeamsCollegiate Esports Organization, Management, and OperationsHealth and Wellness Considerations in Gaming and EsportsConclusionDiscussion QuestionsChapter 14. Esports CareersRoger Caramanica, Lisa Cosmas Hanson, Taylor Johnson, Michael Newhouse-Bailey, and Tobias ScholzIntroductionEsports Job Descriptions and RÉsumÉsCareers in EsportsCareers in CompetitionCareers in Streaming and Content CreationCareers in Event ProductionPlanning and ControlCareers in Esports MarketingCareers in Esports Health and WellnessCareers in Game Design and DevelopmentInternational CareersConclusionDiscussion QuestionsAfterword: Tobias Scholz